Packaging system providing spatial or focusing gaps between lenticular lenses and paired interlaced images

ABSTRACT

A packaged container for producing a graphical image. The packaged container includes a container having a side wall defining an interior space and a recessed surface. An interlaced image is provided on the recessed surface, and the packaged container includes a lens element positioned on the side wall to extend across the recessed surface proximate to the printed image and to leave a focusing gap between the lens element and the interlaced image. The lens element includes a plurality of lenses each having a focal point on or about the interlaced image. The lenses have a focal length determined by the thickness of the lens element combined with a depth of the recessed surface as measured from a side of the lens element to the interlaced image. The lens element can be provided in a wrap around label attached to the side wall on both sides of the recessed surface.

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention relates, in general, to optical systems usinglenticular lens materials or sheets to produce images and packaginguseful for creating images, and, more particularly, to a packagingsystem or arrangement and method for producing images, such as3-dimensional, colored images, with or without motion, inside or outsideof containers or packages, e.g., packaging used in retail such asbottles, jars, cups, boxes, and the like.

2. Relevant Background

In the competitive packaging and retailing industries (and especially,the beverage industry), marketing professionals and designers struggleto develop the individuality of their product. Most productdifferentiation is accomplished with the container and its packaging. Inmany cases, there is little difference between the contents and qualityof two competing products. The differences are often ones of consumerperception of the products, and this difference in perception is createdin part by advertising and marketing and, in large part, throughcreative packaging that leads to product identification anddifferentiation by package recognition and “shelf appeal.” Studies haveshown that a large percentage of purchasing decisions are made at thepoint of sale when a consumer is faced with numerous products arrangedside-by-side and many final purchasing decisions are based on theattractiveness or distinctiveness of the packaged product or container.With this in mind, a great deal of time, effort, and money is spent ongraphics, design, and presentation of the product container so that theproduct in its container stands out from other similar products on ashelf. For many products, the cost of packaging exceeds the cost of theactual product sold in the container or packaging.

As will be appreciated, there are significant ongoing efforts to createnew and eye catching graphics in packaging to make each productappealing to consumers at the point of sale. In the packaging industry,there are a variety of techniques that can provide informationalgraphics as well as illustrative or “eye appeal” graphics that ofteninclude multi-color graphics or photographs. More elaborate graphics aresometimes produced with lenticular graphic labels using 3-dimensional(3D) and animation. Lenticular lens material is used in the packagingindustry for creating promotional material with appealing graphics andtypically involves producing a sheet of lenticular lens material made upof a layer of lenticular lenses and an interlaced image is printed onthe back side of the lens layer. The lenticular lens material is thenattached to a separately produced object for display.

The production of lenticular lenses is well known and described indetail in a number of U.S. patents, including U.S. Pat. No. 5,967,032 toBravenec et al. In general, the production process includes selectingsegments from visual images to create a desired visual effect andinterlacing the segments (i.e., planning the layout of the numerousimages). Lenticular lenses or lens sheets are then mapped to theinterlaced or planned segments, and the lenticular lenses are fabricatedaccording to this mapping. The lenticular lenses generally include atransparent web that has a flat side or layer and a side with opticalridges and grooves formed by lenticules (i.e., lenses) arrangedside-by-side with the lenticules or optical ridges extending parallel toeach other the length of the transparent web. To provide the uniquevisual effects, ink (e.g., four color ink) is applied to or printeddirectly on the flat side of the transparent web to form a thin inklayer, which is then viewable through the transparent web of opticalridges.

While these lenticular lens materials provide excellent visual effects,the use of adhesives and other attachment methods has not proveneffective in producing high quality, long-lasting, and inexpensiveplastic, glass, aluminum, and paper products. Because attaching thelenticular lens material after producing the container is inefficientand relatively expensive, the packaging industry is continuallysearching for methods for attaching the lenticular lens material tocups, bottles, and other containers or packages as part of the originalmanufacturing or packaging processes. As one example, the plasticmanufacturing industry has only had limited success in overcoming theproblems associated with using common lenticular lens material as partof standard plastic fabrication processes. The problems arise becauseplastic fabrication generally includes processes such as injectionmolding that involve heating raw plastic materials to a relatively hightemperature (e.g., 400 to 500° F. or hotter) and then injecting thefluid plastic into a mold with the shape of the desired plastic objector by otherwise processing the molten plastic. The ink or ink layer hasa chemistry that does not stay intact when the ink is heated to thesehigh temperatures, and the image is destroyed or at least significantlyaltered.

Further, the use of these graphic techniques is often rejected by theretail industry due to its high cost per container. The lenticular lenslabels are typically costly and are difficult to justify based on acost-benefit analysis, e.g., the additional customer attention andincreased sales are typically not offset by the reduced profit on eachproduct sale. The challenge continues to be to create eye-catchinggraphics or packaging at a very low cost or even with a cost that issimilar to packaging already used in present products.

There is a direct relationship in lenticular lenses between lensthicknesses and lenticules per inch (LPI) or frequency and the resultingamount and quantity of data and the overall graphic quality and effectachieved by the lenticular labels, which directly affects the label'scost and physical thickness. In other words, creating a desirablegraphic is often a balancing act between adding data and increasingthickness of the lens and reducing material costs and label thicknesses.Similarly, a typical cost-cutting technique of container manufacturersis reducing the thickness or overall material used in the container andcontainer walls. Some efforts have been made to utilize thin lenstechnologies to provide more data and enhanced graphics with lessmaterials and reduced material costs, but the overall graphic effectshave been only minimally successful with marginal quality andeffectiveness.

In other efforts, wraparound labels have been developed that are capableof producing 2D and 3D images, e.g., images that “float” within a wateror clear liquid bottle or that are visible on the back of a clear walledcontainer when the contents have been emptied. For example, U.S. Pat.No. 6,943,953 to Raymond describes wraparound lenticular lenses forclear walled containers. As described, a wraparound label may be appliedto a clear walled container (e.g., a water bottle) and the labelincludes a lenticular lens array that gets positioned on one side of thebottle while a printed image is provided on the opposite side of thebottle (e.g., is printed on the bottle outer surface or on the innersurface of the label). In this case, the lenses in the thin wraparoundlabel focus through the container walls and through the interior spaceof the container. In other words, the focal length of the lens array isquite large, which allows relatively course lenses (e.g., lenticularlenses with relatively low lenticules per inch (LPI)). However, thereare many packaging situations in which the contents of the container arenot clear or the container walls themselves are not clear. In thesesituations, it is desirable to provide the printed image near thelenticular lenses such that the lenses do not have to focus through thecontainer walls or container contents. Unfortunately, this again forcesthe packaging industry to face the issues involved with trying toproduce eye-catching graphics with thin labels so as to avoid attachingthick and undesirable “slabs” of glass or plastic making up a thick lenson their products.

In this regard, it should be understood that lenticular graphics andprinting require extreme accuracy in the printing registration and thefabrication of the lens array to produce a high quality image. Creatinga quality image is much easier with a thick lens array (e.g., ⅛ inch orgreater thicknesses) because the plastic or other material in the arrayallows the lenses of the array to focus on the backside of the lensarray or layer or layer of plastic. The lens array can be course in thiscase such as 20 LPI which allows each frame and/or pixel in the image tobe larger, thereby simplifying printing processes. However, these thicklens arrays are undesirable for a number of reasons including addedmaterial and fabrication costs, rigidness that makes it difficult toapply or “wrap” the lens array on a curved surface, and printing coststhat significantly increased because the thick array does not lenditself to standard printing press processes (e.g., the interlaced imagetypically has to be applied via other more costly processes).

Due to the problems with thick lens material or arrays, the packagingindustry continues to look for ways to utilize thinner materials thatcan be applied using standard processing techniques, such as those usedto apply a label to a beverage bottle or other techniques now in use.For example, a standard plastic or paper label used for a glass orplastic water or beverage bottle may be only 1 to 3 mils thick (e.g.,1.35 to 2 mils is common) but can be applied to bottle veryinexpensively. Thinner lenticular labels with lens on one side and animage on the other, though, have not been adopted because they areimpractical in many cases as they provide very little material (e.g.,plastic) for focusing when the printed image is provided on the back ofthe labels (e.g., printed on the back of the lens array). As a result,these lens arrays would have to be formed using very fine (or highdensity) lenses which causes the data space for a corresponding orregistered image to be quite small causing the printing to beexponentially more difficult or nearly impossible with most existingprinting equipment.

For example, a lens with a material thickness of 10 mils may need to beformed at 120 to 140 LPI to create a desirable, high quality image. Thisis a very fine lens array and forces very “thin” data spaces, whichcauses the image mathematics to be problematic. At this level, theresolution and the number of frames (e.g., for providing motion or othereffects with multiple frames of a movie clip or the like) possible isalso very limited (e.g., reducing quality of the produced image). Forexample, if it were desired to provide 20 frames of a movie clip to showaction, each frame and pixel width would be about 1/2800 of an inch inthe interlaced image when the lenses in the array are provided at 140LPI. Printing this type of image is extremely difficult. To provide alenticular lens array on one side of a standard wraparound label (e.g.,a plastic label having a thickness of about 1.35 to 2 mils) and aninterlaced image on the back of the label, it has been estimated thatthe lenses would have to be provided at 400 to 600 LPI to achieve adesired image result, which result more limited data spacing andsignificantly more difficult printing mathematics and other issues.

Hence, there remains a need for packaging systems and methods that allowuse of lenticular lens technologies in standard containers to produceenhanced graphic effects. Preferably such systems and methods wouldallow thin labels, such as standard wraparound labels, and existing (oronly slightly modified) bottles and other packages to be utilized tocreate high quality, eye catching images.

SUMMARY OF THE INVENTION

The present invention addresses the above problems by providing packagedcontainers (or packaging systems) in which a focusing gap (or “air gap”)is provided between a lenticular lens array and a correspondinginterlaced image. The focusing gap is useful for allowing the focallength to be significantly larger without large increases in lensthicknesses, which is desirable to allow standard packaging processes,such as attaching of wrap around labels, to be used to apply thelenticular lens arrays. For example, some embodiments of the inventioninclude a container with a recessed surface in its side wall. A wraparound label is then attached to the side wall of the container toproduce enhanced graphics. The wrap around label includes an imageportion or element that is attached to the container within the recessedsurface. The label further includes a lens portion or element thatincludes a lenticular lens array (or set of lenses). The lens element orportion of the label is then applied to the side wall of the containerso as to extend over the recessed surface and the previously positionedimage element. In this manner, a gap filled with air (or other fluids)is formed between the lenses and the printed image such that focusingcan be effectively achieved through the material and thickness of thelens element and air and size of the focusing gap. As a result, muchcoarser lens arrays can be used with very thin labeling materials toachieve high quality graphics, e.g., 20 to 70 LPI (or coarser) lensarrays can be provided in 3 to 5 mil or thinner plastic sheets toachieve good imagery with an air gap of 0.5 inches or less (and oftenless than 3/16 inch gap is utilized).

More particularly, a packaged container is provided that is adapted forproducing a graphical image. The packaged container or system includes acontainer having a side wall defining an interior space and a surfacerecessed from the side wall such that the recessed surface is proximateto the interior space. An interlaced image is provided on the recessedsurface, e.g., a series of slices or portions of one or more frames froma video, an animation, set of images, or the like. The packagedcontainer further includes a lens element positioned on the side wall toextend across the recessed surface proximate to the printed image and toleave a gap (e.g., an “air gap”) between the lens element and theinterlaced image. The lens element includes a lenticular lens arrayhaving a plurality of lenses each have a focal point on or about theinterlaced image. The lenses each have a focal length determined by thethickness of the lens element combined with a depth of the recessedsurface as measured from a side of the lens element to the interlacedimage. The depth of the recessed surface is typically greater than 4mils but less than about 1.5 inches (e.g., about 1/10 to 3/16 inch orthe like). The lens element is generally formed from plastic with athickness less than about 5 mils and often less than about 3 mils. Forexample, the thickness of the lens element may be less than about 10mils and often less than about 3 mils. The plurality of lenses areprovided in the lens element at less than about 60 lenses per inch (LPI)(such as 4 to 60 LPI and in some preferred cases around 20 LPI as higherlens frequencies sometimes require thicker lenses (such 18 mils to over0.5 inches for 40 to 60 LPI lens arrays).

Further, the packaged container may be provided with the side wallhaving a circular cross section. The lens element in such embodimentscan be provided in a wrap around label attached to the side wall on bothsides of the recessed surface. The interlaced image may be printed on animage element that is wrapped about the side wall to contact therecessed surface. Further, the image element may be a unitary portion ofthe wrap around label, whereby the image element and the lens elementcan be attached to the side wall and the recessed surface in a singleapplication process. The image element can have a width of about a widthof the recessed surface and the lens element can have a width greaterthan the width of the recessed surface and a length greater than aboutthe circumference of the sidewall adjacent to the recessed surface. Thelenticular array can be formed in the wrap around label when the labelmaterial is planar (such as with embossing), and in these cases, thelenses preferably have radii adjusted for a drop off provided by aradius of the side wall adjacent the recessed surface. In somesituations the wrap around label provides a sleeve with the wrap aroundlabel containing the lens element extending about the container toenclose the recessed surface.

According to another aspect of the invention, a method is provided forpackaging a container adapted for producing graphical images. The methodincludes providing a container with a side wall having an interiorsurface defining an interior void. The side wall has a recessed surfaceoffset by a pair of registration shoulders from the side wall by a depthtoward the interior void. The method also includes providing a wraparound label made up of an image element and a lens element. The imageelement includes an interlaced image and has a width less than about awidth of the recessed surface. The lens element includes a plurality oflenses and has a width greater than the width of the recessed surface.The packaging method includes attaching the wrap around label to anexterior surface of the side wall. Such attaching includes positioningthe image element in the recessed surface with the image elementpositioned between the registration shoulders and also includespositioning the lens element on the side wall so as to contact portionsof the exterior surface of the side wall adjacent the registrationshoulders. In this manner, a focusing gap (or gap of air or “air gap”)is formed between the lenses and the interlaced image.

During the attaching of the wrap around label, the plurality of lensesare positioned proximate to the interlaced image such that each of theplurality of lenses has a focal length equal to the focusing gap and athickness of the lens element. The attaching of the wrap around label isin some embodiments a single rolling process. Also, in some embodiments,the lens element has a length greater than about the circumference ofthe sidewall at the contact portions to allow it to extend about theentire container and enclose the interlaced image. The lenses areprovided in the lens element about the length of the lens element,whereby the image can be viewed up to 360 degrees or about the peripheryof the container. In some cases, the lens element has a thickness ofless than about 5 mils (such as 1.35 to 3 mils or the like) and thefocusing gap is in the range of about 0.1 inches to about 0.5 inches.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a plan view of a wraparound label illustrating a “T” shapedbody with an image portion or element and a lenticular lens portion orelement;

FIG. 2 is a side view of the label of FIG. 1 showing the interlacedimage on a surface of the image portion and the plurality of lenticulesor lenses on a surface of the lens portion;

FIG. 3 is side view of a container (e.g., a bottle) with a recessed,registration surface in its side wall;

FIG. 4 illustrates a packaging system of the present invention includingthe container of FIG. 3 upon which the two-part, wraparound label ofFIG. 1 has been attached (such as by adhesive) with the image portioncontacting the recessed, registration surface and the lens portionenclosing the recessed surface and image portion by contacting surfacesof the wall 310 adjacent or proximate the recessed surface;

FIG. 5 is a cross section taken at line 5-5 of the packaging system ofFIG. 4 illustrating in more detail the “double wrap” configuration inwhich the lens portion of the label acts as a sleeve for the containeror bottle and a focusing or spatial gap (e.g., air gap) is formedbetween the printed image and the lenticules or lenses such that thisgap matches or substantially matches the focal length of the lenses orlenticules;

FIG. 6 is an enlarged view of a section of the cross sectional view ofFIG. 5 showing in more detail the relative positioning of the imagelayer and image element body, the container wall, the lenticular lenselement with its lenticules or lenses, and the air or spatial gap thatis created or provide according to embodiments of the invention;

FIG. 7 is a cross section view similar to that of FIG. 5 showing analternative packaging system in which two separate labels are applied toprovide the image element and the lenticular lens array;

FIG. 8 is a cross section view similar to FIGS. 5 and 7 showing anotheralternative packaging system of the invention in which the recessed,registration surface does not extend about the entire periphery orcircumference of the container (and, in the illustrated embodiment,neither does the lenticular array or set of lenticules);

FIG. 9 is a cross section view similar that of FIG. 8 showing packagingsystem in which the container has a rectangular cross section and thelenticular lens array is provided in a label that does not extend aboutthe container but instead extends over the recessed, registrationsurface;

FIG. 10 is a top view of the packaging system of FIG. 9;

FIG. 11 is a cross section view similar to that of FIG. 9 showing yetanother packaging system of the invention in which the recessed surfacesin the container wall include an image registration surface and also ashelf for receiving peripheral mounting, positioning tabs of thelenticular lens element such that the lens element's outer surfaces aresubstantially level or concurrent with container wall outer surfaces;

FIG. 12 is a cross section similar to FIG. 5 of another embodiment of apackaging system in which a two-part wraparound label is used to createa focusing or spatial gap (or “air gap”) but with the lenticular lenselement being in contact with the container wall in the recessed surfaceand the image element creating the external sleeve over the lenselement;

FIG. 13 is a view similar to FIG. 1 of another embodiment of a wraparound label useful for achieving a focusing or spatial gap between alens array and a printed image on a container with flat walls (e.g.,without use of a recessed surface);

FIG. 14 illustrates a cross section of the image portion or element ofthe label of FIG. 13 taken at line 14-14;

FIG. 15 illustrates a cross section of the lens portion or element ofthe label of FIG. 13 taken at line 15-15;

FIG. 16 illustrates a partial cross section of an assembly packagesystem or packaged container similar to FIG. 6 showing the label ofFIGS. 13-15 as applied in a double wrap to create a spatial gap that maybe filled with air to provide a focal length that supports focusing onthe back of the image element (or in other cases on the front of theimage element as shown in FIGS. 5 and 6);

FIG. 17 is a geometric diagram of a single lens that may be provided ina lens array or lens element of the invention but being used without afocusing or spatial gap;

FIG. 18 illustrates a ray tracing for the lens of FIG. 17;

FIG. 19 is a geometric diagram of a single lens in a wrap around labelof the invention useful for explaining optical or mathematicalcalculations that result from the use of a focusing or spatial gap; and

FIG. 20 illustrates a ray tracing for the lens of FIG. 19 showing therapid bending or refracting of rays provided by air in a spatial gap toachieve desired focusing on a focal point (e.g., on or near a printedimage).

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

The present invention is directed to packaging systems and methods thatinclude relatively coarse lenticular lens arrays (e.g., less than 70 LPIand more typically nearer 20 LPI) but yet achieve high quality imagingfrom interlaced images. This is achieved by providing the interlacedimage on a first surface and providing the lenticules or lenses of thelens array on a second surface. The two surfaces are spaced apart by afocusing or spatial gap (or “air gap”). For example, a wraparound labelmay be used that includes an image portion or element that is firstwrapped about a container (e.g., a beverage bottle, a rectangularpackage, or the like) to position the printed image upon a recessed,registration surface. The label further includes a lens portion orelement that is second wrapped about the periphery of the containeroutside the recessed surface so as to encapsulate the image element (orput a sleeve about the container) and significantly, to create a gapbetween the image and lens portions. The two label portions may beprovided in contiguous or unitary label body having two widths that canbe applied in a single “double wrapping” process or the portions may beprovided in two separate labels applied in two steps.

As will be explained below in detail the packaging techniques of theinvention provide lenticules with focal lengths that can be much largerthan standard thin lens arrangements that must focus through just thethickness of the lens material (e.g., plastic). In the described,packaging systems the lenticules are able to focus through air of thefocusing/spatial gap onto a proximate or adjacent container surface onwhich the image has been printed or provide on previously applied label.The gap size or length may only be 0.005 to 0.5 inches or more but thisadded distance combined with the index of refraction of air allowsignificantly increase how “quickly” or over a relatively short distancethat lenticules or lenses can be focused on an image (or portion of aninterlaced image that is registered to a particular lenticule).

In other words, the air gap provided in the packaging systems allowsgraphic images to be generated at a much more reasonable LPI (lenscoarseness or density) and printing/image mathematics and processes. Forexample, the printing may be done to support a coarse LPI such that 20frames or images may be provided in an interlaced image to support alens array with 20 LPI that is made of transparent plastic of about 1 to3 mils thickness. In this case, the printing data spaces or slices wouldbe around 1/400 of an inch, and this represents a 6 to 7 times increasein data space allowable for each slice or portion of a frame or imagewhen compared with a plastic lens having a thickness of 10 milsattempting to focus on its back surface, which would require a 120 to140 LPI lens array. The cost of many of the illustrated packagingsystems is only a fraction of thick lens arrangements without air gaps,e.g., a 90 percent reduction in cost is expected in many cases asexisting containers and wrapping devices may be used to apply the labelswith little or no modification. The lenticular lens arrays of theinvention can be applied readily to curved surfaces such as around anentire cylinder or rectangular object, which is often difficult withthicker lens sheets. Full animation and 3D images can be producedwithout additional materials.

The following description stresses packaging systems that utilizeplastic bottles with recessed, registration surfaces or shelves combinedwith one or two wraparound labels to provide the printed image so as tobe spaced apart by a focusing or air gap from a lenticular lens array orplurality of lenticules or lenses. These embodiments are desirablebecause they lend themselves to existing labeling or packagingtechniques such as roll labels and that type of equipment. However, theinventive techniques are also equally applicable to non-cylindricalcontainers and containers in which the recessed surface does not extendabout the entire circumference or periphery of the container.Additionally, the techniques can be used in open ended containers orpackages such as plastic cups such as those distributed at stadiums,concerts, movies, and the like. The packaging system of the inventionprovides improvements over prior techniques in that very thin labels maybe used to provide the lenticules or lens arrays while not requiringthat the container walls be clear or placing any limitations on thecontainer contents (e.g., no requirement that the contents be clear ortransparent to create desired images). The concepts of the invention areapplicable to all containers or other surfaces upon which it may bedesirable to provide imagery through a lenticular lens array and thesurfaces or walls upon which it is provided may be formed from anynumber of materials such as plastic, glass, metal, paper, wood, or othermaterials while the lenses are typically formed from plastic or glass.

FIGS. 1 and 2 illustrate a wraparound label 110 formed for use in someembodiments of a packaging system (e.g., system 400 shown in FIGS. 4-6).The label 110 can be considered a two-part body (e.g., a T-shaped body)formed with an image element or portion 112 connected by a neck 118 to alenticular lens element or portion 120. The label 110 may be formed froma single piece of material such as a plastic sheet or may be formed fromtwo sheets that may be attached (such as by adhesive) at the neck 118,which may be useful to allow the elements 112 and 120 to made ofdiffering materials or in different processes for later combination toform label 110. The image element 112 has an interlaced image (orprinted image) 114 provided on a one surface while a second oppositesurface 116 is used for mating with a container and, particularly, witha recessed, registration surface. The image 114 is preferably configuredto support the particular lens element 120 and the density or coarseness(or LPI) of lenses 124 provided on that element 120. Further, the image114 mathematics will be selected based on the size of the air orfocusing gap created in the packaging system (e.g., based on the gaplength), with examples of specific embodiments and correspondingprinting mathematics and/or algorithms provided with that discussion.

In some cases, the image element 112 is formed of paper materials as isthe case with many existing container wraparound labels or is formed ofother materials such as plastic. The image element is mated or attachedto the next at an end 113 and has a thickness, t₁, that is typicallyvery small such as less than 3 mils (but thicker elements 112 may beused in some cases). The element 112 has a width, W₁, that is typicallyselected to correspond with a width of a recessed, registration surfaceor shelf in the side of a container. In this manner, the positioning ofthe image element 112 and its image 114 can be consistently known andaligned or registered with the lens element 120 and its lenticules 124(i.e., the lenticules of the element 120 can each be aligned orregistered with image slices or portions in the image 114 when the label110 is applied or wrapped onto a container). The image element 112 has alength, L₁, that typically is selected to be equal to or less than theperipheral dimension (e.g., circumference of 2πr for a cylindricalcontainer, with r being the radius of the container at the recessedsurface of the side wall), with one preferred embodiment having theelement 112 wrapping about container at the recessed surface onecomplete time. In this embodiment, the image 114 may have a length thatsubstantially matches the length of the element, L₁, to provide a 360degree viewable image (e.g., when the lenses 124 or lens array isprovided about the entire circumference of the container, too) or thelength of the image 114 may be less than the entire element 112 (or theimage 114 may not be continuous to provide images viewable in selectportions of the container with lenses 124 being provided in a similarfashion or continuous even when the image 114 is discontinuous). Inanother embodiment, the element 112 only wraps about a portion of thecontainer circumference such as half, third, fourth or the like tocreate an image viewable from a portion of the container and to reducethe cost and material for the label 110.

The wraparound label 110 includes a neck or connection element 118 withfor connecting the image element 112 to the lens element 120. The neck118 may expand outward from the width of the image element 112 as shownto the width, W₂, of the lens element 120, or it may have the width ofeither element 112, 120 or a width between the two. The neck 118 mayalso be an integral part of either element 112, 120 (or of both inembodiments where the elements 112, 118, and 120 are formed from asingle sheet of material) or a separate unit, and either or both of theelements 112, 120 may attached such as with adhesive to the element 118.The neck 118 has a length, L2, that is generally selected to allow theneck to extend across a focus gap and often at a 45 degree or otherangle formed as the label 110 is rolled or wrapped onto the exteriorsurfaces of a container (e.g., see FIG. 5 and the extension of neck 118across air gap 520). The neck 118 is attached or mates with lens element120 at end or side 121 of element 120, and this end 121 is typically theinitial part of lens element 120 and label 110 to contact and/or beaffixed to the container wall outside the recessed, registrationsurface.

The label 110 also includes the lens element 120 with its width, W₂,being selected to be wider than the image element (e.g., W₂ is greaterthan W₁) such that the lens element 120 extends across the width ofrecessed surface in the container and can be mounted (such as withadhesive) to the container wall. In a typical embodiment, the lenswidth, W₂, may be 0.25 to 1 inches wider (although other widths may beutilized) such that the lens element 120 can easily be attached withadhesive (or heat shrinking in some cases) and create an enclosure orsleeve about the recessed surface and the image element 112. In thisway, a focusing gap that is typically filled with air (e.g., an “airgap”) is formed in a packaging system using the label 110. The length,L₃, of the lens element 120 (as measured from end 121 to end or side123) may be equal or slightly larger than the circumference orperipheral dimensions of the container for the container side walloutside the recessed surface but typically adjacent or proximate to thesurface.

The element 120 has a thickness, t₂, that is typically relatively thinand corresponds to more typical wraparound plastic labels, e.g., lessthan about 3 mils and preferably between about 1.3 and 2 mils, butthicker labels may be used to practice the invention such as thicknessesless than about 10 mils with cost and rigidness of the material being alikely limiting factor. Greater thicknesses may be desirable forcreating certain graphical effects but in many cases it is moredesirable to use standard clear plastic wrap sheets and its acceptedthicknesses to allow the element 120 to be formed and applied using wellknown equipment, such as that used to apply roll labels. The imageelement 112 has a thickness, t₁, that is typically less than or equal tothat of the lens element (e.g., t₁ is less than or equal to t₂) tocontrol costs and increase the size of the created air gap (but, again,in some cases, t₂ may be less than t₁).

An array of lenticules 124 is formed on a first surface of the lenselement 120. The lenticules 124 may extend “vertically” (e.g.,transverse to a longitudinal axis of the label 110) or “horizontally”(e.g., parallel to a longitudinal axis of the label) depending onwhether 3D effects are desired or whether color and animation areadequate, respectively. The lenticules 124 are formed integral with thebody of the label 110 in element 120, typically in the same molding orother fabrication process and of the same material. The lenticules 124are configured with numerous lenticules or lenses formed by ridges orribs that extend parallel to each other. The lenticules of the lensarray 120 are configured in frequency (lenticules per inch (LPI)) andshape (such as width and radius) based on the material and thickness ofthe element 120, based on size or length of the created air gap (e.g.,based on the refractive index of air), and the curvature of thecontainer wall to focus on accurately on particular data element orslices of images in the interlaced image when the image 114 ispositioned on a recessed surface of a container but spaced apart by theair gap from the lens element 120.

For example, the lenses 124 may be provided with a coarseness orfrequency of 10 to 70 or more LPI and more preferably in the range of 15to 35, with a 20 LPI frequency being used in some preferred embodiments.The space or distance provided by the air gap and the refractive indexof air allows a coarser configuration for lens array 124 to be usedwhile still providing a large quantity of data in the printed image 114.The array of lenticules 124 can have a wide variety of dimensions (suchas a height and “width”) selected based on the size of the container andits recessed surface and the size of the printed image 114 and shapes(such as a square, a rectangular, a triangle, a circle, an oval, or anyother useful shape for viewing the image 114). The fabrication ofstandard lenticular material sheets is well known by those skilled inthe printing arts and such knowledge may be utilized at least in part indesigning the molding or arrangement of the lenticular lenses on thewraparound label 110 in lens element 120. For example, lenticularmaterial fabrication is described in U.S. Pat. No. 5,967,032 to Bravenecet al. and U.S. Pat. No. 5,753,344 to Jacobsen, which are incorporatedherein by reference.

Typically, the label 110 and, particularly, the lens element 120, arefabricated from a very thin sheet of clear plastic to minimizedistortion through the lenticules 124. The lenticules 124 make up alenticular lens array and include a plurality of optical ridges orlenses (which may extend vertically as shown or horizontally on theelement 120) and a transparent lens layer or web that provides arelatively smooth, contact surface 128 for contacting the containerexterior surfaces in this embodiment and for facing inward into an airspace or gap. Fabrication of such lens arrays may be performed by wellknown techniques and preferably is performed to account for the shape ofthe container and the forming of lenticules on a flat surface that willlater be mounted on a curved surface (e.g., including using themathematical algorithms discussed later in this description). Forexample, the techniques used to produce the label 120 may includebeginning with a sheet or portion of a sheet of clear label wrap ormaterial for wrapping on a container (such as that used presently withwater or beverage bottles). The wrap is processed by printing the image114 on image element 112 and embossing the lenses 124 on lens element120 in line or in separate processes. In some eases, a printing press isused to print with flexography inks the image 114 and is also used toemboss the top of the lens element 120 to form the lenticules/lenses 124using a heated or unheated pressure roller. A lens embossing station mayalternatively be provided down (or up) line from the printing press withdies selected to form the lenses 124 in element 120, which typicallywould be formed of plastic (such as polypropylene or the like). Thelenses 124 may also be embossed or spot embossed or extruded prior tothe printing of the image 114 and/or attaching of image element 112. Thelenses 124 (or an array of such lenticules/lenses) may extend to theedges of the element 120 or may a frame without such lenses 124 may beprovided (such as to the sections attached to attachment portions 412,414 of side wall 310 as discussed below) or the lenses 124 may beprovided only in sections (or discontinuously) on element 120 to bepaired with images provide in a similar manner in image 114.

There are a number of processes that may be used to form labels, such aslabel 110, to practice the present invention. The following describesone exemplary fabrication technique for a two piece label (e.g., inwhich the lens and image elements are joined), which those skilled inthe art may be modified without deviating from the breadth of thedescription, and particularly the specific materials and dimensions areprovided as examples only and not as limitations. In one embodiment, theprocess begins with selecting or providing a clear film with a thicknessof 50-gauge to 2-mil and a material of cast propylene, OPP, polyester.PETG, or other useful material. The film is printed with one or moreinterlaced images on either side (e.g., its front or back/reversesurface), e.g., a number of images may be printed to use the sheet forforming a like number of wrap around labels. The film is then laminatedwith another clear film of identical thickness, smaller thickness, orgreater thickness, which is used for forming the lens element. Forexample, the base or image element film may be 70 gauge (i.e., 0.70mils) and the secondary or lens element film is also 70 gauge. An“adhesive” layer or connector element between the two films may be a lowdensity extruded polyethylene that is sandwiched between the two filmsto connect them. Though it is typically preferred for processingefficiencies and waste minimization to print the single layer of basedfilms prior to laminating, the printing may be performed after thelamination or connection step to the two piece label. After the printedfilm is laminated to the extruded poly material in a thickness of 0.5mils to several mils thick (with some embodiments using thickness of upto or over 10 mils but, more typically 2 to 3 mils or less is used), thetotal construction thickness of the film is about 3 to 4 mils thick.

The combined sheets or material is then taken to a process in which thecenter between each label (e.g., usually the labels are printed at about3 inches wide in forming labels for bottles or similar containers) in aroll that may be, for example, 50 to 60 inches wide (e.g., with about 20labels across its width) is cut out and “stripped” or rolled up to bethrown out accommodating the die cut for the “T” shape (e.g., see, FIG.1). During the same process, an “emboss” that is the lenses (or lensarray) for the lenticular or lens element of the label is embossed inthe film on the secondary or lens element portion of the film. Thisembossing is performed so as to register the second layer or overlapthat becomes the lens when the label is installed to the printed image(see, for example FIGS. 1-5). Generally, this emboss is done in “spot”style and not in the whole label. The embossed lens can be performed inat least three ways: a cold emboss, a heat emboss, and a pre-heat emboss(which is preferred in some cases) followed by a chill roller in whichthe pattern of the lenses is embossed into the film and “chilled” intoplace. In these embossing processes, it is important to note that the“lenses” that are formed into the film preferably correspondsmathematically to the interlaced graphic already printed on the labelsubstrate or film. This array of lenses also should be aligned andpreferably perfectly aligned to the printed image and be engineered forthe circumference (or lack thereof for flat surfaces) of the containerwall, as is explained in more detail below.

With the labels formed, the packaging process continues generally witheach container to be packaged being first wrapped into a recessedsurface in an automated process with the graphic or image elementportion of the label. The wrapping continues with the application of thelens portion of the label that goes onto the container adjacent to therecessed surface in a secondary wrap (with the whole wrap being onepiece in this example, although this is not necessary to practice theinvention) to form a spatial or focusing gap between the two labelportions. The lens portion of the label is lined up and aligned with thegraphics or printed image, and in some cases, this allows 3D andanimation effects to be maintained and effectively provided with anspatial gap. Correct mathematical pitch of the lenses and the interlaceimage is maintained to assure animation continues to work properly, andthe lenses and image are also configured or set for the particularviewing distance of the packaged container or object.

More specifically, the wrapping process may include a container beingplaced onto a machine and then being wrapped twice in a “tack and wrap”system. In this system, the first and often thinner image portion of thelabel is wrapped around the container into recessed surface or spaceengineered for or provided for the narrower portion of the label (e.g.,see FIG. 1). The second layer or lens element of the label is wrapped orcompleted on the second revolution of the container, which takes thewider portion of the label and places it onto a registration shoulder orgreater diameter portion of the container adjacent the recessed surface.This double wrapping creates an air gap of known depth or length betweenthe graphic or printed image/container and the lenses that preferablycorresponds with the focal length of the lenses to enable the lenses toaccurately focus on the interlaced graphic. The focal length isdetermined by calculating the refractive indexes of the lens elementportion of the label and air and the corresponding thickness of the lenselement portion of the label and length of the gap, and then combiningthem. One idea or theory behind this wrapping technique is to create afocal length that is more forgiving for courser lens arrays, e.g., lowerLPI, to increase the ease of printing, to provide greater data space inthe image, and generate enhanced graphic effects.

FIG. 3 illustrates a container 300 upon which the label 110 may beapplied in a packaging system (e.g., packaged container or packagingsystem 400 of FIGS. 4 and 5). The use of a spatial gap to provide afocusing length that includes focusing through air, other gases, orliquid is useful with a variety of container shapes and wall materials(e.g., not limited to plastic or glass but is also useful with metal,cardboard, and other materials used for packaging of goods). Hence, thecontainer 300 is not meant as a limiting embodiment but, instead, is anexemplary embodiment for the general concepts of the invention.

As shown, the container 300, which may be thought of as a plastic orglass beverage or other product bottle, jar, or the like, includes aside wall 310 that defines its generally cylindrical shape. As shown,the container 300 is provided with a relatively standard shape utilizedfor typical plastic bottles used for distributing water or otherbeverages, and in other cases, the container 300 is preferably modifiedto include such a recessed surface 320. As such the container 300includes a clear or translucent or opaque container wall 310 having asubstantially cylindrical shape for containing liquid. The containerwall 310 is typically formed of glass or more typically of a plasticsuch as polyvinyl chloride (PVC), polypropylene, polyethylene, polyester(such as PET, APET, PETG, and the like) or other plastic used by thepackaging or container industry. The container 300 may be formed by blowmolding, injection molding, or any other technique useful for producingcontainers and adapted (as necessary) for the glass or plastic materialused to fabricate the container 300.

The sidewall 310 abuts a shoulder 312 that is connected to opening orneck 3 14, and the exterior farther includes a bottom or bottom wall 316enclosing the container 300. Significant to the present invention, theside wall 310 includes a recessed, registration surface 320 extendingabout the circumference or periphery of the container 300. The recessedsurface 320 has a diameter, D₂, that is less than the diameter, D₁, ofthe adjacent portions of the container 300 as defined by the side wall310 (i.e., the diameter, D₁, of the container at the recessed surface320 is reduced by two times the depth, d, of the recessed surface 320relative to the side wall 310). The depth, d, is established by upperand lower shoulders or shelves 322, 324, which are shown to be the samesize in this embodiment but in some cases there will be a first andsecond depth associated with the shelves 322, 324 (e.g., the container300 may be smaller towards its neck 314 than near the bottom wall 316)and such cases are within the breadth of this invention. The depth, d,is significant to the invention as it defines (along with the thicknessof the image element 112) the size or length of a focusing or air gapthat is created when the label 110 is applied to the container 300.

The recessed, registration surface 320 has a width, W₃, as measuredbetween the shelves 322, 324. It is useful for the image element 112 andits image 114 to be in a known or registered portion of the container300 to facilitate registration of the lenses 124 with the image 114. Tothis end, the width, W₃, is preferably about the width, W₁, of the imageelement 112 such that the edges of the image element abut the shelves322, 324. In other embodiments, though, the image element 112 is thinnerthan the recessed surface 320 and registration is controlled byapplication processes used to apply the label 110 to the container 300.As discussed above, the width, W₂, of the lens element 120 is greaterthan the width, W₃, of the recessed, registration surface 320 such thatwhen the label 110 is applied the lens element 120 is positioned so asto span over the surface 320 and contact at least a portion of thesidewall 310 on each side of the surface 320 (e.g., side wall 310adjacent or proximate to shelves 322, 324), whereby the focusing or airgap is formed.

FIG. 4 illustrates a packaged container or packaging system 400according to one embodiment of the invention. The system 400 includesthe container 300 with the label 110 attached to the outer surfaces ofthe side wall 310. As shown, a graphical image is visible from theexterior of the container, and, as will be explained, the label 110 isapplied such that the focal point of the lenses 124 is on or proximate(e.g., accounting for the thickness, t1, of the image element 112) tothe recessed surface 320 so as to focus on the image 114. In otherwords, the focal length of each lens 124 is selected to be through thelens element 120 (e.g., its thickness and accounting for its materialand refractive index) and through the air in the focusing gap createdbetween the web or back surface 128 of the lens element 120 and theimage 114 on the image element 112 of the label 110.

With reference also to FIG. 5, the label 110 is typically applied to thecontainer side wall 310 using standard application practices such asheat shrinking and more preferably rolling processes with adhesives(e.g., hot glue). It will be understood that the cross sectional view ofFIG. 5 and in other figures (such as FIG. 7) is not to scale with thebottle or container 300 shown smaller relative to the thicknesses of thewraparound label 110 and the achieved air gap such that the various verythin layers can be visualized with their relation to each other beingshown.

The application process may be thought of as a single process or singleroll that involves a “double wrap.” Specifically, in one embodiment, afirst end of the image element 112 is applied to a starting orinitiation point on the recessed surface 320 between the registrationshelves 322, 324, such as with adhesive (not shown) applied to thecontact surface 116 which is placed in contact with the surface 320.Rolling of the label 110 onto the container 300 thus begins withapplication of the image element 112 with the image 114 facing outwardfrom the container side wall 310. In the illustrated embodiment, theimage 114 is printed or applied onto the same side of the label 110 asthe lenses 124, but, in some embodiments, the image 114 is applied tothe back side 116 of the label 110 so as to provide additional focusingspace and materials (e.g., when the image element body is formed also ofclear plastic or the like rather than a nontransparent paper or othermaterial).

Application of the label 110 continues until the lens element 112 isplaced fully against the recessed surface 320, with additional adhesivesometimes being applied during such application or at least at or nearthe end 113 such that image element 112 is retained in position againstthe recessed surface 320. With the image element 112 in place, therolling or application of the label 110 continues with the neck orextension portion 118 extending outward from the recessed surface 320across the depth, d, to the shelves 322, 324. Then, the lens element 120contacts the sidewall adjacent the recessed surface 320 at attachmentsurfaces 412, 414 of side wall 310. As shown, only a relatively smallportion of the lens element 120 abuts the surfaces 412, 414 (such as0.125 to 0.5 inch or more on each side of the recessed surface 320). Therolling or application continues with the lens element 120 beingattached, e.g., glued or the like) to the surfaces 412, 414 of the sidewall 310 until it has been fully applied. At this point, the end 123 ofthe lens element 120 may be further attached to the container side wall310 and/or to itself. Typically, the length, L3, of the lens element 120is such that it will extend about the container side wall 310 at leastonce so as to fully enclose the image element 112 and recessed surface320 (although this is not a requirement to practice the invention).

As shown in FIG. 5, the application of the label 110 in this mannerresults in a focusing or spatial gap 520 being created between the lenselement 120 and the image element 112. In the illustrated embodiment,the length of this gap, L_(GAP), is measured from the back surface orweb 128 of the lens element 120 to the image 114 on the image element112. This distance can typically be approximated as being equal to orslightly less than the depth, d, of the recessed surface 320 minus thethickness, t₁, of the image element 112. In standard manufacturingprocesses (such as typical application of a wrap around label onto abottle or container), the gap 520 is filled with air. Hence,determination of the proper shape and configuration for the lenses 124and their frequency (e.g., LPI) takes into account focusing through athickness of air equal to the gap length, L_(GAP), rather than just thethickness, t₂, of the lens element.

As discussed in detail above, this is very beneficial for achieving highquality graphics with relatively coarse or lower frequency lens arrays.For example, in some embodiments, the thickness, t₂, can be kept belowabout 3 mils (or use standard wrap around materials and sheetthicknesses), the lenses 124 can be provided at less than 40 LPI (suchas at 15 to 25 LPI), and the image 114 can be interlaced with 20 or moreframes or images (at 1/400 of an inch spacing or slices) that can beregistered to the lenses 124 when an air gap or spacing thickness of0.25 inches or less is achieved in the packaging system 400. In oneembodiment, 20 LPI was used by the inventor to produce high qualitygraphics with 20 images when a 3/16-inch L_(GAP) was provided in apackaged container 400.

As shown, a viewer 540, 550 can view images 544, 554 through the lenses124 at various points about the container package 400. Specifically, theimages 544, 554 are viewable where the lenses 124 are provided andpaired with images 114. In the illustrated embodiment, this is between300 and 360 degrees (e.g., nearly about the entire circumference of thecontainer 300). In other embodiments, the images 544, 554 may only bevisible for a portion of the circumference, such as for a front portionor from particular locations such as the front and back. In this latterarrangement, the image 114 may be provided in select locations of imageelement 112 and similarly, the lenses 124 may be provided in only selectportions of the lens element 120 that can be paired with these imagesections 114 or so as to be available about the entire circumference orperiphery of the container 300 as shown. Also, as shown, the images 544,554 may be projected outward from the container package 400 to provide a3D effect. The images 544, 554 may also be provided with motion byrotating the container package 400 and be combined with images (such asthe product logos and the like shown in FIG. 4) that are background andappear to be at 112 or between 112 and images 544, 554. In addition tofloating or projected images and images at the label location, thelenses 124 and image element 112 may be configured such that imagesappear to be inside the container or otherwise behind the image element112 or container recessed surface.

FIG. 6 provides an enlarged view of the various components and/or layersof the packaging system 400. As shown, the container wall 320 mates(such as with adhesive or shrink fitting) with the contact or innersurface 116 of the image element 112 (or element 112 body), andtypically, there is little or no gap or spacing between these surfaces(except some air pocketing that may occur in standard labelingprocesses). The interlaced or printed image 114 is provided on theopposite surface of the image element 112. A spatial or focusing gap 520is provided that is typically filled with air (but other gases or fluidsmay be provided in such gap 520 to achieve a specific effect or toobtain a desired index of refraction). The gap 520 has a size or length,L_(GAP), that is measured from the web or back surface 128 of lenselement 120 to the printed image 114 (or, more simplistically, tosurface of element 112). In one example, the thickness, t₂, of the lenselement 120 is less than 5 mils and more preferably between about 1.3and 2 mils, and the gap length, L_(GAP), is less than about 5/16-inch(with one embodiment being less than 3/16-inch). The focal length,L_(FOCAL), is the su of these two dimensions, which is typically muchlarger than could be obtained with just the use of a plastic wrap asstiffness, cost, and fabrication issues would make such thicknessimpractical.

It is important that the lenses 124 be registered with particularportions of the image 114 and typically that they either besubstantially parallel to these slices or portions of the image 114 orbe substantially perpendicular. Generally, this is achieved by theproper selection of the lengths of the elements 112, 118, and 120 (e.g.,L₁, L₂, and L₃) for a particular container 300 and its diameters, D₁ andD₂ such that when the label 110 is applied as shown in FIGS. 4-6 thelenses 124 are properly aligned with the image 114. Further, in thisregard, some embodiments of the packaging system 400 include grooves orslight shoulders (not shown) as part of the attachment surfaces 412, 414on the side wall 310 to assist in proper placement and alignment of thelabel 110 as it is attached to the container side wall 310. Of course,some lack of alignment may be acceptable with the quality of the images544, 554 being improved with higher accuracy alignment or registration.

FIGS. 1-6 illustrate an embodiment for creating an air gap 520 with asingle wrapping process. In other embodiments, an air gap or focusinggap filled with air is formed with separate applications of an imageelement and of a lenticular lens array or lens element. For example, thepackaging system 400 may be modified such that the image 114 is applieddirectly onto the container surface 320, e.g., is printed onto the sidewall directly without a label or is provided as part of the wall (e.g.,during manufacture of the container 300 an interlaced image may beprinted or otherwise formed/provided on either the outer or innersurface of the side wall 310 or even within the side wall 310 at surface320. Such embodiments are considered within the breadth of thisdescription as they are packaging systems or packaged containers/devicesin which a gap filled with air or other fluid is provided by theapplication of a lenticular lens label or a wrap around label, wherebycoarser or lower frequency lens arrays may be used to achieve resultssimilar to that achievable with much thicker lens elements and/or muchhigher frequency arrays (with corresponding much more challengingprinting mathematics and processes).

FIG. 7 illustrates another packaging system or packaged container 700according to the invention. In the system 700, a container (such as acontainer 300 or a cup or other cylindrical cross section container) iswrapped to form an air space 520, As shown in a similar fashion to FIG.5, a container side wall 320 with a registration shelf 324 is providedto define recessed surface (such as surface 320). The air space 520 incontrast to the system 400 is formed by two individual wraps orwraparound labels that are applied in two processes or sequentially on asingle line. An inner wraparound label 712, e.g., an image element, isprovided with an interlaced or printed image 714. The image element 712is applied by attaching a first end, such as with adhesive, and wrappingthe element 712 about the recessed surface of wall 320. The wrap orelement 712 may have a length such that it extends around the wall 320at the recessed surface slightly more than one time such that an overlapsection 760 may be attached, such as with adhesive, to the top or imageside 714 of the image element 712 to tightly bind the element 712 to therecessed surface of wall 320.

An outer or lens element (or wrap or wrap around label) 720 is providedin the system 700 to form the focusing gap 520. The lens element 720 isattached to the wall 320 at its larger diameter portion that is adjacentto the recessed surface defined by the shelf 324 (and shelf 322 notshown in FIG. 7). The lens element 720 may be configured similarly toelement 120 and includes a lens array or plurality of lenticules orlenses 724. The lens element 720 is applied or attached to the wall 320such that the lenticules 720 are on the exterior of the packagedcontainer 700 and such that the line of focus is inward to a focal pointon or near the printed image 714 through the air or fluid in gap 520. Aswith the lens element or wrap 712, the lens element or wrap 720 may beprovided with a length that is somewhat larger than the circumference orperiphery such that it has an overlap portion 750 that can be attachedto the lens side (or over lenticules 724 in some cases) with adhesive756.

The embodiments of packaging systems 400 and 700 are shown to includerecessed surfaces and labels that extend about the entire circumferenceor periphery of the container 300. In some embodiments of the invention,it may be desirable that one or the other of these components does notextend about the entire circumference or periphery, For example, it maybe useful to only provide the image element and/or lenticular array in aportion of the container, such as in the front (or side presented toconsumers when the device is shelved for sale) even though the recessedsurface extends about the entire circumference or periphery.

Alternatively, the packaged container or packaging system 800 of FIG. 8may be utilized to create a desired graphical image. This containerhaving the side wall 810 may be a bottle as provided for container 300or may be a cup (such as a stadium cup) or other cylindrical container.The side wall 810 includes a recessed surface 814 that may extend thelength of the container wall 810 or more typically is provided in aportion of the wall 810. For example, in a container wall 810, therecessed surface 814 may be a 3-inch by 4-inch rectangle, a 2-inchsquare, a 3-inch diameter, or other shape with a surface area that isselected to suit the size of the wall 810 (e.g., the diameter of thecontainer with wall 810) and the size of the image being displayed orcreated by the system 800. The size, number, shape, location, and depthof the recessed surfaces 814 may be varied to practice the invention.

As shown, a single rectangular or square recessed surface 814 isprovided in the container wall 810 of system 800. The recessed surface814 is defined by side walls 818, 819 (with top and bottom side wallsnot being shown in FIG. 8) and back or interior wall 816. Such arecessed surface 814 is typically formed at the same time as wall 810such as during the blow molding or other manufacturing process. In othercases, the recessed surface may be cut or otherwise formed in wall 810such as by having the depth of surface 814 being only a fraction of thethickness of sidewall 810. A printed image is then either formeddirectly in the recessed surface, or as is shown, an image element orlabel may be provided and affixed (such as with adhesive) to therecessed surface 814. The image element may include a substrate 820(such as a paper material or plastic or the like) and an interlacedprinted image 822 (e.g., a layer of ink). A wraparound label 840 is thenapplied to the container wall 810 so as to position a lenticular array842 with a plurality of lenticules 844 adjacent or proximate the image822 but spaced apart by a focusing gap 830, which may be filled with airor other gas/fluid.

The lencules 844 may be at a lower frequency than if the gap 830 werenot provide with the focal length, L_(FOCAL), being the thickness of thewrap 840 or more specifically of the wrap at the lenticular array 842combined with the length or size of the gap 830. For selecting thefrequency (e.g., 10 to 50 LPI or more or less coarse) and configurationof the lenticules 844, the thickness of the array 842 and its materialwould be taken into account along with the radius (or curvature) of thecontainer wall 810 at the application of the array 842 and further alongwith the index of refraction of the fluid in the gap 830 (e.g., theindex of refraction of air or other gas). With the system 800, agraphical image (not shown) can be created relative to a portion of thecontainer wall 310 with relatively coarse lens and thin wrap 840.

Of course, the inventive concepts may be used in containers with a crosssection that is not circular. For example, a container that is square,hexagonal, triangular, or other polygonal cross sectional shape may beenhanced by the inclusion of the packaging shown herein. In general,nearly any surface may be modified to include a recessed surface forholding an image element (or just an interlaced image that may beprinted directly or otherwise provided within the recessed surface) anda lenticular array or label with a set of lenticules may be positionedover the recessed surface and a corresponding image. FIGS. 9 and 10 areuseful for showing another embodiment 900 of a packaged container thathas a container wall 910 that is rectangular in cross section. Theembodiment 900 is also different from the others shown as the lenselement or label 950 does not extend about the entire periphery of thecontainer wall 910. Instead, the lens element 950 is only slightlylarger in dimension than the recessed surface 914 with side or mountingtabs 952, 954 that provide surfaces for mounting to the side wall 910about the recessed surface 914, e.g., mounting with adhesive 960adjacent to side walls 918, 919 of recessed surface 914.

The recessed surface 914 is defined in depth and shape by side walls918, 919 and includes a back or rear wall 916 attached to side walls918, 919 for receiving image element or substrate 920, which may beattached using adhesive (not shown). An interlaced image 922 is shown onthe surface of substrate distal to the wall 910 (or proximate tolenticular array 956 and its series of lenticules 958. The lenticules orlenses 958 are paired with and registered to or mapped to portions orslices of the data in image 922. A focusing gap 930 is provided that maybe filled with air or other fluid and that defines (along with thethickness of array 950) the focal length, L_(FOCAL), of the lenses 958.The container wall 910 may be formed from plastic, glass, cardboard,metal, or other materials useful for providing containers for productssuch as consumer goods that typically are displayed on shelves toprovide “eye catching” graphics when provided the view of system 900 asshown in FIG. 10.

FIG. 11 illustrates with system 1100 a variation of the system 900. Inthis embodiment (which may be implemented in other cross sectionalshapes) 1100, the side wall 1110 is configured for receiving not only aimage element 1130 with a printed image 1134 but also the lens element1150. In this manner, the side wall 1110 with the image producingassembly can be relatively flush rather than having a label protrudingas show in system 900. As shown, the a recessed surface 1114 forreceiving and supporting the image element 1130 is formed with a back orinner wall 1116 surrounded by side wall(s) 1118. A step 1119 is thenprovided to a second side wall 1120 to provide a second recessed surfacefor receiving the lenticular lens element 1150. The second recessedsurface is provided by shelf 1124 and side wall(s) 1126. The lenselement 1150 includes a lens array 1152 made up of a plurality oflenticules or lenses 1154, and the lens element 1150 may be attached attabs or attachment surfaces 1156 with adhesive 1158 or by other methods.The arrangement shown in system 1100 produces or provides a spatial gap1140 that again may be filled with air or other fluid to provideenhanced focusing by providing a desired refractive index orcharacteristics and by increasing the focal length of the lenses 1154onto the image 1134.

FIG. 12 illustrates yet another embodiment of a packaging system 1200useful for obtaining an air gap to allow thinner lens material to beused and lower LPI lenticular arrays. The embodiment 1200 may be appliedto a container 300 without additional modification. System 1200 differsfrom system 400 in that the lens element is positioned within therecessed surface with the lenses abutting the container wall 320 in suchrecessed surface. The focus line is through the container and itscontents, through the lens array, then an air gap, and finally to theprinted image provided on a label that may be a wrap around as shown ora label that extends for a portion of the container circumference. As aresult, the container wall 320 needs to be transparent or at leasttranslucent as does the contents (e.g., water or other clear fluid) orair when the contents/product is removed (e.g., view an image such asinformation regarding a prize, a contest result, a coupon, or other dataafter the a beverage or other product is removed from the container300).

As shown, the container wall 320 includes a recessed surface defined byregistration wall or shoulder 324 (and 322 shown in FIG. 3). The system1200 includes a one piece label that can be wrapped about the containerwall 320 in a single process, but in other embodiments, the lens elementand image element are provided separately similar to the embodiment 700of FIG. 7. During the application process, the lens element 1220 isapplied or wrapped about the container wall 320 at the recessed surfacesuch the lenticules 1224 of the lens array 1222 are facing inward towardthe container wall 320 and typically so that the lenses 1224 contact therecessed surface. The shelf 324 is useful for aligning or registeringthe lens element 1220 in the system 1200 and typically, the lens element1220 will have a width equal to or slightly less than the width of therecessed surface (with some embodiments having a width that issignificantly less than the width of the recessed surface). Adhesive(not shown) may be used to attach the lens element 1220 (but preferablynot at the lens array 1222 to avoid distortion issues when adhesive isapplied between the lenses 1224 and the wall 320). The lens element 1220may extend entirely about the wall 320 at the recessed surface as shownor extend for only part of the container circumference.

Next, the extension element or neck 1218 stretches across the depth ofthe recessed surface (or spatial gap 520) so that the wider lens element1212 can be attached to the container wall 320 at attachment surfacesnear or adjacent to the recessed surfaces (or shoulders 324), e.g., asshown for in FIG. 4 at attachment surfaces 412, 414 for lens element 120of wrap 110. The image element 1212 is typically glued or otherwiseaffixed to the container wall 320 so as to provide a sleeve or enclosinglayer over the recessed surface and to form the focusing or air gap 520.The image element 1212 is typically will extend about the entirecircumference of the container wall 320 as shown with an overlapprovided in some case to facilitate attachment by bonding the element1212 to itself as well as to wall 320. An interlaced image 1214 isprovided on the element 1212 and is mapped or registered to the lenses1224 of array 1222 so as to create a viewable image through thecontainer as shown at 1250, with the image (not shown) being projectedoutside the container system 1200, inside the wall 320, and/or at thesurface 1212. The image 1214 may be provided on a surface of imageelement or wrap 1212 as shown or be provided on an exterior or distalsurface of the element 1212. As with the other interlaced images, theimage 1214 may be printed onto the image element body or attached afterbeing formed on a different substrate.

In some embodiments, it may be desirable to provide a spatial gap incontainers or packaging for which no recessed surface is provided oravailable. For example, many containers such as plastic bottles, glassbottles, jars, and the like, paper/cardboard boxes, and other containers(or products) have walls with smooth outer surfaces, but it is stilluseful to create a gap by applying a label in a wrapping or rollingprocess as discussed above. In such cases, a label can be provided thatuses raised shoulder or surfaces to achieve a spatial gap to benefitfrom the refractive index of air or other gas rather than having to relyon label thicknesses alone.

One such embodiment of a wrap around label 1310 with “shoulders” isshown in FIG. 13. The label 1310 differs from label 110 of FIG. 1 inthat it is formed from a single sheet of material (but, of course, itcould be formed by laminating two pieces together as discussed for label110). The label 1310 also differs from label 110 in that the image is1314 is printed on the opposite side as the lenses 1324 so as to utilizethe thickness of the label 1310 twice, e.g., once for the lens element1320 and once for the image element 1312, but, again, the image 1314 maybe provided on the same side as the lenses 1324 as was shown in FIG. 1for label 110.

As shown in FIGS. 13-15, the label 1310 includes an image element orportion 1312 and a lens element or portion 1320. The two elements 1312,1320 have a single width, W₃, in most embodiments and have lengths, L₄and L₅ that are typically equal such that each element is wrapped abouta container once. The image element 1312 includes a first side 1319 anda second side 1330. An interlaced image 1314 is provided, e.g., byprinting, on the second or “reverse” side 1330 in the illustratedembodiment so as to increase the distance from the image 1314 to thelenses 1324 (e.g., to provide a larger focal length). In other cases,though, the image 1314 may be provided on the surface 1319 with thelenses 1324. The image element has a thickness, t₃, such as thethickness of an extruded sheet (e.g., 0.5 to 10 mils or more). The imageelement 1312 is formed so as to have two raised shoulder 1316, 1318 onthe first side and extending along the length of the element 1312 fromend or edge 1313 to the lens element 1320. In one example, the shoulders1316, 1318 are formed by embossing of the label 1310 after the printingor application of image 1314 and are provided in a continuous manneradjacent the image 1314 (but in other cases, the shoulders 1316, 1318may not be continuous and/or may be provided in only portions of theelement 1312). With reference to FIG. 16, the height, h₂, of the raisedshoulders 1316, 1318 may vary to practice the invention, but in someembodiments is about 25 to 100 percent of the thickness, t₃, of theimage element 1312. For example, the label 1310 may have a thickness ofabout 0.5 to 10 mils or more and the height of the raised shoulders1316, 1318 may be about 0.125 to 10 mils (or more). The cross section ofthe shoulders 1316, 1318 (and 1326, 1328) is shown as square orrectangular as being easy to form and providing good mating surfaces,but in other embodiments, the cross section may be arcuate, triangular,or other shape.

The lens element 1320 extends from image element 1312 to end 1323 andincludes a plurality of lenticules or lenses 1324 that provide a lensarray for viewing the image 1314. The lens element 1320 has a thickness,t₄, that typically is about the thickness of the image element, t₃. Thelenses 1324 are formed on a first side 1321 of the lens element 1320,which typically is the opposite side of the label 1310 as the image1314. The lens element 1320 includes a second side or surface 1334 uponwhich a pair of raised shoulders 1326, 1328 is provided (or recessedsurfaces 1326, 1328 are provided on first side 1321). The shoulders1326, 1328 are shown to extend along the length of the lens element 1320from the image element 1312 to the end or edge 1323 (but, may beprovided as two or more shoulders rather than one unitary shoulder). Aswith the shoulders 1316, 1318, the shoulders 1326, 1328 are typicallyformed (such as by embossing) in the label 1310 after the printing ofimage 1314 and the forming of lenses 1324. The height, h₁, of the raisedshoulders 1326, 1328 may be about the thickness, t₄, of the lens element1320 or some smaller value, and typically is about 0.125 to 10 mils ormore depending on the thickness, t₄, of the lens element 1320.

As with the label 110, the label 1310 can be applied to a container,such as glass or plastic bottle or other container, in a rolling orwrapping process or other process useful for applying such labels. Apartial sectional view of such a label 1310 as it may appear whenapplied to a container is shown in FIG. 16. As shown, the image element1312 would contact a container or other surface (not shown) such thatthe image 1314 abuts the container. To this end, the image element 1312is wrapped onto the container first starting at end 1313 (e.g., withadhesive provided near this end 1313 on surface 1330). The raisedshoulders 1316, 1318 extend outward from the container outer surface andfrom the first or front side 1319 of the image element by the height,h₂, which may be up to a thickness, t₂, of the image element 1312 (orlabel 1310). Typically, the length, L₄, of the image element 1312 issuch that the container wall is wrapped completely one time.

With the image element 1312 attached, the lens element 1320 is wrappedonto the container surface as shown in FIG. 16 over or so as to contactthe image element 1312. Preferably, the rolling or label application isdone such that the shoulders 1316, 1318 of the image element 1312contact (erg., receive and support) the raised shoulders 1326, 1328 ofthe lens element 1320. As shown, this results in the creation of a gap1350 (e.g., a spatial gap filled with air, gas, or other fluid) that hasa gap length, L_(gap), of the combined heights of the two raisedshoulders. The shoulders 1316, 1318, 1326, 1328 may have the same widthor differ as long as good mating surfaces are achieved to establish andmaintain the gap 1350, and the width of these shoulders typically willbe from about 0.1 to 0.5 inches (or more or less to suit a particularapplication). Likewise, the heights, h₁ and h₂, of the shoulders may beequal or differ to practice the invention. In one embodiment, a gap 1350with a length, L_(gap), of 20 mils was achieved with lens and imageelement thickness, t₃ and t₄, of 10 mils each.

The following is a discussion of one exemplary technique for fabricatingthe wrap around label 1310. In this exemplary process, the lenses 1324in the lens element 1320 typically would be created by extruding orembossing. The label 1310 would typically be formed of a clear plasticmaterial, such as, but not limited to, cast propylene, orientedpolypropylene (OPP), APET, polyester, polyvinyl chloride (PVC),propylene, polycarbonate, or the like. For example, an extrusioncylinder or drum may be provided with a surface with surfaces thatalternate between a mirror image of the lenses 1324 or lens element 1320(i.e., is useful for defining the lenses with a wave pattern crosssection to form the protruding ribs or lens surfaces of lenses 1324 invertical or horizontal patterns) and a smooth or blank surfacecorresponding to the initially smooth surface 1319 of the image element1312. In this manner, a sheet of material is produced with a pluralityof labels 1310 with an image element 1312 adjacent to a lens element(but without shoulders 1316, 1318, 1326, 1328). Extruders andcorresponding cylinders are typically useful for label or materialthicknesses of less than about 35 mils, and, the label 1310 when appliedas shown in FIG. 16 is able to achieve a focal point of over 35 mils byextruding the label 1310 with thicknesses well below 35 mils (e.g., 10mil thicknesses can achieve thickness of up to 40 mils). Alternatively,the lenses 1324 may be embossed onto a flat sheet of clear plasticmaterial. The extruded or embossed material is typically sheeted orrolled in rolls for flexographic or web printing. The printing of theimage 1314 on each label 1310 on the sheet is typically performed on thesecond or reverse side 1330 (e.g., on the non-lens side of the wrap orsheet). The printing of the interlaced image 1314 is not done directlybehind the lenses 1324 as in conventional lenticular printing.

The “tack and wrap” labels 1310 are then into strips with a number oflabels 1310 or left in roll form. The shoulders 1316, 1318, 1326, 1328are formed in the labels 1310 by embossing into the sides of the labels1310. For example, the shoulders 1316, 1318 are formed by embossing theside 1330 while shoulders 1326, 1328 are formed by embossing the lensside 1321. This may be done in combination or separately, and suchembossing may be done separately or concurrently with operations to cuteach label from the strip or rolled sheet.

The spatial gap 1350 is created to coincide with the desired focallength of the lenses 1324 to the interlace image 1314 when the label1310 is applied to a container or package. These wraps 1310 are for themost part “mirror-printed” or second surface printed (as could be label110 and other labels shown herein). Therefore, the focal lengths arecalculated by combining the refractive index of the plastic used in thelens element 1320 and image element 1312 (which in most, but necessarilyall, cases are equal in thickness) along with the refractive index ofair (or other fluid) in the gap 1350 and its length. By this technique,viewing angles can be decreased for a sharp focal point at the image1314, which produces outstanding lenticular graphics at a more courseLPI. For example, a 50 LPI label, similar to that shown in FIGS. 13-16or in FIG. 5 if adapted for reverse side or second surface printing,with a 10 mil gap filled with air was determined to have a viewing angleof 36 degrees while one with a 20 mil gap filled with air was determinedto have a viewing angle of 28 degrees, which represents a more desirableconfiguration for obtaining a good focus on an image. Prior to thepresent invention, a lens with 50 LPI and a 28 degree viewing angle mayhave required over 100 mils thickness because it was only using plasticfor focusing rather than also using air, which allows a reduction inthickness of 60 mils or about a 60 percent reduction in this example.

In alternative embodiments, the label 1310 may be modified to onlyinclude shoulders 1316, 1318 in the image element 1312 or to onlyinclude shoulders 1326, 1328 in the lens element 1320. Further, someforms of labels (not shown) with shoulders are provided by forming thelabels as discussed above but replacing the embossing steps used to formthe shoulders of label 1310 with steps to attach additional materialsuch as bonding plastic strips, applying tape, applying paper, or otherstrips of material (such as polyethylene or the like) with a thicknessof 1 to 3 mils or more to the image element on the surface 1319 and/orto the surface 1334 of the lens element 1320.

With the physical configuration and design well explained, it may now beuseful to describe in further detail exemplary processes andmathematical algorithms or techniques in designing the lenticular arraysor plurality of lenses used in the air gap embodiments shown in thefigures. For example, it may be useful to more explain generally how thefrequency, size, shape, and thickness of the lens elements and theirarrays are chosen for use in a particular packaging system or packagedcontainer to achieve a desired graphic result, e.g., how are theparameters of a wrap around label such as label 110 found or selected.

In one process, the desired pitch is selected from predefined resolutionvalues for an image or packaged container (e.g., what are the resolutiongoals or desired resolution for a particular product). Once thatresolution number is chosen or known, the desired viewing angle is usedto determine the gap needed to produce the desired viewing angle. Thegap or gap number in turn sets the focusing parameters for thelenticules or lenses of a lens array. One of these focusing parametersof the lenticules is the radius of each lenticule (assumingsubstantially circular lenses but other cross sectional shapes may beused in some cases). The lens radius is found for the lenticules, andthis radius allows the gap focal lengths to be determined.

Such focal length determinations may be performed manually but, in manycases, ray tracing programs or subroutines are utilized to determine thefocal lengths for a particular lens radius (or radius based on aparticular focal length (e.g., based on an achievable focusing gap)).Ray tracing programs or algorithms are useful as they allow a number ofvariables or parameters of the design to be changed, with ray tracingresults provided quickly to determine if a desired result (e.g., adesired resolution is achieved or the focal length provides focusing ona particular printed image with a set data space/resolution). Typically,such a ray tracing program takes as parameters the thickness of the lenssheet, the material used for the lens sheet (or its index ofrefraction), the refractive index of the gas in the focusing gap and itslength, L_(GAP), and target resolution (focusing width such as1/400-inch as discussed in the earlier examples).

For example, a properly designed ray tracing program may be used to finetune the radius of a lenticule. The diameter(s) of the container (e.g.,bottle, can, cup, or the like) may be used to determine the radius ofthe cylinder upon which the lenticules sit or are positions, e.g., thediameter, D₁, of wall 310 in FIG. 3 outside but near the recessedsurface 320 where the image is positioned. Then, the ray tracing programcan be used to accurately determine the focal length of the lenticuleand for the lens array. If this particular radius fails to achieve adesired result in resolution or in focusing on printed image, then alarger or smaller radius may be entered into the ray tracing program totune the lens array to achieve a more desirable lens element such aselement 120 of FIG. 1.

The “drop off” of the lenticule is calculated so that cusp areas of thelenticules are known. Too small of a cusp area to support distance wouldproduce a weak lenticular structure. The overall thickness of thelenticular array or pattern is set to give a sufficient supportstructure.

A further subroutine or algorithm may be used to account for the factthat the lenticules are typically formed or embossed or formed using aflat mold tool but then are later applied or wrapped about a cylindricalor curved area (e.g., the systems 400 and 700 shown above). Such asubroutine preferably converts the radii of the lenticules wrapped on abottle or other container to the radii of the lenticules when they arecut or formed on a flat sheet of material so that the lens element (suchas element 120) is effective for focusing the lenticules on data spacesor portions in a later registered or paired interlaced image. As will beappreciated, the wrapping causes an effective reduction in the lenticuleradius, and, hence, the radius formed in the flat sheet is preferablylarger to adjust for this effect.

One exemplary subroutine or algorithm corrects for this effect bycalculating the “drop off” in the lenticule and reduces this calculateddrop off value by the drop off in the cylinder and calculates a newradius to be used in flat fabrication processes. The original “drop off”is the distance from the flat sheet or planar material that is needed toform a lenticule having a particular or desired radius. But, if noadjustment were made, the effective radius would be reduced by thecurvature of the container. Hence, the drop off produced by thecontainer side wall is determined at the point of mounting (e.g., basedon the radius of the container wall at the mounting location), and thisextra drop off is subtracted from the desired drop off such thatfabrication can be accurately achieved in a planar or flat sheet ofmaterial (such as a thin sheet of plastic used for typical wrap aroundlabels), e.g., by establishing where embossing lines should bepositioned or provided to create the lenticules in a lens element toproduce lenticules of a particular radius not when formed but whenplaced on a particular container. In other words, the adjusted drop foruse in fabrication of the lens array is equal to the calculatedlenticule or lens drop less the bottle drop, with such determinations of“drop” or “drop off” being readily understood by those skilled in thearts with the important aspect here being that it be recognized thatsuch corrections are preferred to achieve a desirable graphical resultwith the wrap around systems of the present invention. Such a radiuscorrection process preferably is repeated or performed for eachcontainer to account for varying mounting surfaces and theircorresponding shapes or radii.

With reference to FIGS. 17-20, the following discussion provides furtherdescription of how the invention utilizes the combined refractiveindexes of plastic in the lens element and image element (e.g., twolayers of a wrap around label) and of air in the gap created betweensuch label portions to provide unique focusing capabilities whencompared with lenticular lenses that only utilize plastic. Specifically,the following describes a method of determining a focal length of aparticular lens or lenticule, such as one used by itself with no air gapand one in which an air gap and an additional layer of plastic isprovided (e.g., the thickness of plastic in an image element or portionof a wrap or label).

FIG. 17 shows a geometric diagram 1700 of a lens 1710, such as one lensamong many in a lens array, that is used to focus an incoming ray onto afocal point 1720. FIG. 18 illustrates a ray tracing 1800 of this or asimilar lens or lenticule 1820 that focuses a plurality of rays 1810onto a focal point 1830. To determine a focal length of a lenticule, thefollowing equations may be utilized:

Snell's law

N1*Sin (Theta1=N2*Sin (Theta2)   1)

H/R=Sin (Theta1)   2)

Theta1=Arc Sin (H/R)   3)

Theta2=Arc Sin (N1*Sin ((Theta1)/N2))   4)

Theta3=Theta1−Theta2   5)

Snell's law again

N2*Sin (Theta3)=N3*Sin (Theta4)   6)

Theta4=Arc Sin ((N2*Sin (Theta3)/N3))   7)

C=R−Sqr(R̂2−Ĥ2)   8)

D=T−C   9)

M=H−D*Tan (Theta3)   10)

F=T+M*Cot (Theta4)   11)

where, with reference to the above equations and FIG. 17:

-   F=Focal length of lenticule-   T=Thickness of lenticule-   H=Distance of incoming ray from viewer axis-   D=Space between lenticule and flat back surface-   R=Radius of lenticule-   C=Drop off of lenticule to point of incoming ray-   Theta1=Angle of incidence of incoming ray with lenticule surface    normal-   Theta2=Angle of refraction of incoming ray in lenticule-   Theta3=Angle of incidence of ray at back surface-   Theta4=Angle of refraction at back surface-   N1=Index of refraction of medium of incident ray-   N2=Index of refraction of lenticule-   N3=Index of refraction of medium of ray in focal area

Using the equations above, the focal length of an air or solid plasticlenticule 1710 can be found. For example, a lenticule 1710 may have thefollowing dimensions and parameters: R=0.027 inches; H=0.0125 inches;T=0.005 inches; N1=1.000; N2=1.49; and N3=1.000. We can use Equation 3above to find the angle of the incident ray, Theta1, and use the valuein Equation 4 to find Theta2, i.e., the refracted angle of the rayentering the lenticule 1710. The incident ray angle on the back surfaceis Theta3, and it can be found from Equation 5. Equation 7 then givesthe angle Theta4 of the ray refracted out of the back of the lenticule1710 into air. Equation 8 is used to calculate the drop off of thelenticule at the point of intersection. Equation 9 is useful for findingthe separation of the lenticule at the intersection point to the back ofthe lenticule. Equation 10 finds the value M, i.e., the distance fromthe axis to the exit point along the back of the lenticule. This valueis used in equation 11 along with Theta4 found above to calculate thefocus F, i.e., the distance from the front of the lenticule 1710 to thepoint where the ray crosses the axis of the lenticular lens. In thiscase, it is found to be 0.0796 inches. When N2=1, the focal length isinstead 0.053 inches. Determining the focal length F and the focal point1720 is important to the successful use of lens 1720 to focus a viewer'ssight on a pattern on a printed substrate, which preferably would bepositioned at or proximate to the focal point 1720. If an interlacedimage is not sharply imaged, the viewer will see a reduced contrastimage and even a confusion of images not intended to be seen at theviewer position.

Other methods of finding the focal point and designing the lenticularstructure are useful and can be used to verify the results achievedmathematically above. One useful technique is ray tracing and can beachieved with ray tracing programs carried out by computers or the like.These programs provide a faster and less error prone procedure for thelenticule design and can be used to generate ray tracings or ray tracingplots. A typical ray tracing plot 1800 from a ray tracing program isshown in FIG. 18 showing a tracing of a plurality of rays 1810 as theymay be refracted by a lens 1820 onto a focal point 1830, e.g., toprovide a tracing for a single lens as discussed with reference to FIG.17.

As described herein, the packaged containers of the invention areadapted for creating a spatial gap between the lens element and theimage element. The graphical or interfaced image may be provided on theimage element or portion of the label proximate to the gap or, moretypically, be provided on the reverse side distal to the gap to provideadditional space for achieving a desired focal length. In this case of acombination of lenticule (or lens element), air gap, and wrap (e.g.,plastic sheet or material of the image element), the above calculationsand techniques for finding a focal length can be followed with severalmodifications. FIG. 19 illustrates a geometric diagram 1900 for alenticule 1910 combined with a gap (e.g., a gap filled with air or otherfluid) 1912, and a thickness of clear plastic (ices, the image elementor interior/initial wrap of label) 1914 upon which an interlaced imageor printed image 1916 (or slice or single data element of such image) isprovided at or near a focal point 1920. FIG. 20 illustrates a raytracing plot 2000 showing a plurality of rays 2004 being focused througha lens or lenticule 2010, a gap 2012 filled with air, and a layer oflabel or plastic 2014 onto a printed image 2016 provided at or near afocal point 2020.

The focal length calculation in the cases shown in FIG. 19 may involvethe following equations:

Applying Snell's law

N1*Sin (Theta1)=N2*Sin (Theta2)   1)

H/R=Sin (Theta1)   2)

Theta1=Arc Sin (H/R)   3)

Theta2=Arc Sin (N1*Sin ((Theta1)/N2))   4)

Theta3=Theta1−Theta2   5)

Further applying, Snell's law

N2*Sin (Theta3)=N3*Sin (Theta4)   6)

Theta4=Arc Sin ((N2*Sin (Theta3)/N3))   7)

C=R−Sqr(R̂2−Ĥ2)   8)

D=T−C   9)

M=H−D*Tan (Theta3)   10)

(M−P)/T1=Tan (Theta4)   11)

P=M−T1*Tan (Theta4)   12)

With further application of Snell's law,

N3*Sin (Theta4)=N4*Sin (Theta5)   13)

Theta5=Arc Sin (N3*Sin (Theta4)/N4)   14)

T2=P/Tan (Theta5)   15)

F=T+T1+T2   16)

where with reference to the above equations and FIG. 19:

-   F=Focal length of lenticule, air, plastic-   T=Thickness of lenticule-   T1=Air Gap-   T2 Thickness of plastic sheet-   H=Distance of incoming ray from viewer axis-   D=Space between lenticule and flat back surface-   R=Radius of lenticule-   C=Drop off of lenticule to point of incoming ray.-   Theta1=Angle of incidence of incoming ray with lenticule surface    normal-   Theta2=Angle of refraction of incoming ray in lenticule-   Theta3=Angle of incidence of ray at back surface-   Theta4=Angle of refraction at back surface-   Theta5=Angle of refraction into the plastic sheet-   N1=Index of refraction of medium of incident ray-   N2=Index of refraction of lenticule-   N3=Index of refraction of medium between lenticule and plastic-   N4=Index of plastic sheet

To find the focal length for the lens 1910, we proceed through Equations1 to 16 to find the focal length. For example, the geometric diagram1900 may be used to analyze an applied label (such as label 110, 1310)having the following parameters: R=0.0175 inches; H=0.01 inches; T=0.01inches; T1=0.02 inches; T2=0.01 inches; N1=1.000; N2=1.49; N3=1.000; andN4=1.49.

Often when designing a label according to the invention and theembodiments described herein, the various thicknesses of the layers orcomponents may be set of have desired values (such as a label of 10 milsthat provides 10-mil lens element and image element and in some cases,may coincide with a 20-mil gap length but any of the otherlabel/component thicknesses and gap lengths may be inserted in thesecalculations) and R, the radius of the lenticule, is adjusted (e.g.,formed in embossing or extrusion operations) so that the focal lengthcomes out to match the other desired values. Again, it may be useful touse a ray tracing program to save doing the tedious calculations, andthe results of such a tracing using the parameters provided above isprovided in FIG. 20. The plot 2000 shows that with a lens element of 10mils, a gap length of 20 mils, and an image element of 10 mils that rays2004 can accurately be focused onto a focal point 2020 at which a dataimage 2016 may be provided with a lenticule radius of 0.0175 inches,which represents a significant improvement over what can be achievedwith just the use of plastic (e.g., without the gap between the lens andimage element or by providing an image on the back of lenticular array).

In the ray tracing program (whose results are shown in FIG. 20), thecurvature of the bottom of the lenticule is also taken into account asthe structure is wrapped around a bottle. The focal length calculationcan thus be thought of as involving four cylinders: the lenticulecylinders, the exit surface of the lenticules, and the cylinders of thewrapped plastic sheet. In the ray trace plot 2000 of FIG. 20, themagnified section does not show these curvatures very well, but itshould be understood that they have been taken into account.

The embodiments of the invention typically are designed and implementedusing several principles based on the above geometry or focal lengthdeterminations, which involve the combination of refractive indexes dueto the spatial gap provided by the wrap around labels. The viewer angleis controlled by the pitch to focal length ratio. An exact value can befound by ray tracing; however, an approximation is provided by thefollowing. View angle=Arc tan (Pitch/Focal length). The pitch should besmall enough to produce a picture of desired resolution. However, thepitch should not be so small that the printed images cannot beaccurately placed and separated.

The use of an “air space” instead of plastic or glass of a thicker lensformation provides a significant improvement as it replaces expensivematerials with air or other fluid. Drastic or extreme 3D and animationcan thus be achieved at minimal costs and with little or no modificationof standard containers and label application (or packaging) processes.For example, in the embodiment 1100 of FIG. 11, the lens element may be10 mils thick and a focal length of ⅜ inch including the air space orfocusing gap is readily attainable, with the printed image beingpre-printed on the container or package wall or later placed (such aswith a sticker, decal, or the like). The invention allows the use of acoarse lens which corresponds to being able to provide more data (e.g.,more frames for animation or 3D effects or simply more impressive andunique graphic images). For example, a 40 LPI lens array with a focallength of 33 mils may be able to provide 48 images or 3 seconds ofanimation, but with the present invention, a 10 LPI lens array with athickness of 132 mils (including a lens element or wrap thickness with 1to 10 mils thickness and the focusing or air gap length) can provide 480images or up to 30 seconds or more of animation or video.

Building on the prior description, it is useful to note that lenticularcylinders (e.g., cylinders used for embossing a sheet or extruding asheet with lenticules) are traditionally engraved for the usage ofprinting the image directly on the reverse side of the lens material. Tothe inventors' knowledge, there has not previously been a lenticularcylinder produced for the use of creating a lens sheet or lens array ona sheet that can be wrapped about a container so as to create a focalpoint between the lens and the interlaced image that is greater than thethickness of the lens array (e.g., prior systems relied solely on thelens material itself). Therefore, in these prior applications, thedefinition of focal length using Snell's Law is clear in that the lensmust have a reasonable focus through itself to the back of the lenssheet within a given range of acceptability. Snell's Law indicates thatthe refractive index of the material used in the lens is the basis andthe speed limit of the photons going through the material, whether it isglass, plastic, or another material. Other primary information used todetermine focal length is the thickness of the material, which is oftenplastic, the frequency of the lens (e.g., lenses per inch or LPI), andthe radius of each lenticule or lens. The radius that is chosen alongwith the LPI defines a viewing angle, which can vary from a few degreesto almost 90 degrees. Traditionally, the ranges for viewing angle wasbetween 15 and 60 degrees with viewing angles over 70 degrees notpresenting a clear or sharp focus (which makes images appear confusingor fuzzy to a viewer).

Lenticular cylinders are generally engraved around the periphery todefine a particular lens array and then, indexed so that the cylinder is“spun” on a lathe. However, they can also be engraved across thecylinder. It is useful to note that cylinders are designed to correspondwith the thickness of the plastic or glass and are output in thatmanner. A unique feature of the invention is to design cylinders in morecoarse LPI and then use the cylinders to extrude or emboss labelmaterial in a thickness that seems to violate Snell's Law regardingfocal lengths by not providing the thickness in the label material tocreate a focal point on the backside of the lens material (or label)itself (e.g., where prior lenticular lens devices provided theinterlaced image). An aspect of the invention is to extrude materials atan LPI coarser or with fewer lenses per inch than are mathematicallypossible or useful if printing directly on the back side of the lenselement or lens array. Hence, the identifying of the desirability andthe ways of providing of a gap of air and, in some cases, a second layerof label material (e.g., when mirror or secondary side printing) isunique to the invention described herein and is useful for giving acorresponding focus in finished products (or “packaged containers”). Inone example, a lens can be extruded at 30 LPI, which would require athickness of lens material of approximately 140 mils in conventionalapplications but represents a thickness that cannot be extruded and isnot useful for a wrap around label. In contrast, using the labels andpackaging techniques described above, a 30 LPI lens can be extruded orembossed at 4 mils and be applied with an air gap of 102 mils to achievedesired focal points. Unless one pre-designs a lens array for thepackaged containers with an air gap described herein, there is no needfor an extrusion design in which the relationship of the lenses does notfollow Snell's Law for focusing on the back side of the lens sheet ormaterial.

As will be clear from the above description, such as with reference toFIGS. 3-5 and the like, it is desirable and advisable to have amechanism to guide the application of the lens over the interlaced imagein order to take an embossed or extruded lens and line it up properlywith an air gap and positioned interlaced image on a cylinder container,a box, or other type container. The “registration” mechanism may be partof the container or be provided by the “T” wrap described above withreference at least to FIG. 1. In some cases, using registration shelvesis useful as it allows the lens array or lenses to be registered to theimages (i.e., aligned properly) without requiring inspection of everypackaged assembly or unit. This can be done by creating a shelf (such asthe shoulders or shelves defining the recessed surface or other shelf)within the piece that mechanically aligns to the printing in the X and Yaxes, and the lens comfortably rests and is secured in place by glue,pressure, tape, or any other fastening technique.

In some embodiments, it may be useful to not have the lenticular lensarray cover the entire lens element as is the case in the label 110. Forexample, in an effort to wrap a container with a lens arraycorresponding to an interlaced image underneath, it may be difficult toread or scan a Universal Product Code (UPC) and/or other product dataprovided on a label. In these cases, an area free of (or without)lenticules may be provided in the lens element, such as a spot or strip,such that UPC and other product data that may be included on thecontainer side wall, on a separate label, or as part of the imageelement can be read or scanned. This blank spot in the lenticular arrayor lens element can be created during extrusion or embossing processesused to form the lenticules in the lens element.

In some embodiments of the invention (not shown), it may be useful toconfigure a packaged container so as to hide a set of information on thelabel such that it is visible only have the contents of the containerare removed or consumed. For example, it may be useful to use packagedcontainers to run a contest. This may desirable for beverage and otherconsumer product companies. With this in mind, some embodiments ofpackaged containers may include a “reveal mechanism” to hide a set ofdata when the container is full and reveal or display the data when thecontainer is empty or at least some of the contents have been removedfrom the interior space of the container. In some such embodiments, animage is interlaced so that the lines are in a similar color to thebeverage or other container contents. In this way, when the viewer looksat the beverage through the interlaced image, a hidden set of data orgame message cannot be readily seen until the beverage or containercontents are consumed, at which time the hidden data or game message isrevealed. In other embodiments, a hidden image is interlaced on the backof the container (e.g., printed or provided on the outer surface of theside wall prior to applying the label or provided on the inner surfaceof the label (e.g., on the image element distal to the interlaced imagethat is visible with the container full)). An area embossed in the lensor lens array may have a focal point differing from other portions ofthe lens array (e.g., the lens array may have two sets of lenticuleswith differing configurations and/or focal points), and this spot orarea of lenticules is configured to focus on the hidden image by takinginto account the refractive indexes of the double wrap label and alsothe material of the container side wall (e.g., twice) and the air in thecontainer.

1. A packaged container adapted for producing a graphical image,comprising: a container having a side wall defining an interior space,the container further comprising a surface recessed from the side wallsuch that the recessed surface is proximate to the interior space; aninterlaced image provided proximate to the recessed surface; and a lenselement positioned on the side wall to extend across the recessedsurface proximate to the printed image and leaving a gap between thelens element and the interlaced image, the lens element comprising alenticular lens array comprising a plurality of lenses having a focalpoint on or about the interlaced image.
 2. The container of claim 1,wherein the plurality of lenses have a focal length comprising athickness of the lens element and a depth of the recessed surface asmeasured from a side of the lens element to the interlaced image.
 3. Thecontainer of claim 2, wherein the depth of the recessed surface isselected from the range of about 5 mils to about 1.5 inches.
 4. Thecontainer of claim 2, wherein the lens element is formed of plastic andthe thickness of the lens element is less than about 10 mils.
 5. Thecontainer of claim 4, wherein the thickness of the lens element is lessthan about 10 mils and the plurality of lenses are provided in the lenselement at less than about 70 lenses per inch (LPI).
 6. The container ofclaim 2, wherein the side wall has a circular cross section and the lenselement is provided in a wrap around label attached to the side wall onboth sides of the recessed surface.
 7. The container of claim 6, whereinthe interlaced image is printed on an image element that is wrappedabout the side wall to contact the recessed surface.
 8. The container ofclaim 7, wherein the image element is a unitary portion of the wraparound label, whereby the image element and the lens element areattached to the side wall and the recessed surface in a singleapplication process.
 9. The container of claim 8, wherein the imageelement has a width of about a width of the recessed surface and whereinthe lens element has a width greater than the width of the recessedsurface and a length greater than about the circumference of thesidewall adjacent to the recessed surface.
 10. The container of claim 6,wherein the lenticular array is formed in the wrap around label when thelabel material is planar and the lenses have radii adjusted for a dropoff provided by a radius of the side wall adjacent the recessed surface.11. The container of claim 6, wherein the wrap around label containingthe lens element extends about the container to enclose the recessedsurface.
 12. A method of packaging a container adapted for producinggraphical images, comprising: providing a container with a side wallhaving an interior surface defining an interior void, the side wallcomprising a recessed surface offset by a pair of registration shouldersfrom the side wall by a depth toward the interior void; providing a wraparound label comprising an image element and a lens element, the imageelement including an interlaced image and having a width less than abouta width of the recessed surface and the lens element comprising aplurality of lenses and having a width greater than the width of therecessed surface; and attaching the wrap around label to an exteriorsurface of the side wall, the attaching including positioning the imageelement in the recessed surface with the image element positionedbetween the registration shoulders and positioning the lens element onthe side wall so as to contact portions of the exterior surface of theside wall adjacent the registration shoulders, whereby a focusing gap isformed between the lenses and the interlaced image.
 13. The method ofclaim 12S wherein during the attaching of the wrap around label theplurality of lenses are positioned proximate to the interlaced imagesuch that each of the plurality of lenses has a focal length equal tothe focusing gap and a thickness of the lens element.
 14. The method ofclaim 12, wherein the attaching of the wrap around label is a singlerolling process and the lens element has a length greater than about thecircumference of the sidewall at the contact portions.
 15. The method ofclaim 14, wherein the plurality of lenses are provided in the lenselement about the length of the lens element.
 16. The method of claim14, wherein the lens element has a thickness of less than about 10 milsand the focusing gap is in the range of about 5 mils to about 1.5inches.
 17. A packaged container for producing a graphical image visibleoutside the packaged container, comprising: a container with a side walldefining an interior of the container, the side wall including a surfacebetween two shoulders that is recessed a depth from an exterior surfaceof the side wall; an image element comprising a printed image, the imageelement having a width less than a width of the recessed surface asmeasured between the two shoulders and being positioned to abut therecessed surface; and a lens element having a width greater than therecessed surface width and extending over the recessed surface tocontact the exterior surface of the side wall proximate to the twoshoulders and to leave a focusing gap between the lens element and theimage element, the lens element including a lenticular lens arraycomprising an optic rib surface and a transparent lens layer, thelenticular lens array focusing a viewer's line of sight through theoptic rib surface, the transparent lens layer, and the focusing gap ontothe printed image.
 18. The container of claim 17, wherein the printedimage is an interlaced image and is positioned relative to thelenticular lens array to register image data in the interlace image tothe optic rib surface.
 19. The container of claim 18S wherein the opticrib surface comprises a plurality of lenses each with a focal distanceequal to the thickness of the lenticular lens array combined with alength of the focusing gap as measured from the lens layer to theprinted image.
 20. The container of claim 19, wherein the thickness ofthe lenticular lens array is less than about 20 mils, the length of thefocusing gap is less than about 0.5 inches, and the plurality of lensesare provided at a frequency of less than about 70 LPI.
 21. The containerof claim 20, wherein the lens element comprises a wrap around label witha length greater than about the circumference of the side wall adjacentto the recessed surface.
 22. A container adapted for producing agraphical image, comprising: a clear container wall having a frontportion and a rear portion defining an interior space for receiving avolume of a liquid, the wall including a recessed surface offset from anexterior surface of the wall; and a wrap around label attached to thecontainer wall at the recessed surface and the exterior surface of thewall, the label including a lens element comprising a lenticular lensarray with a plurality of lenses positioned within the recessed surfacewith the lenses abutting the rear portion of the wall in the recessedsurface and the label further including an image element extending overthe lens element and contacting the exterior surface of the wall suchthat a gap filled with a fluid is provided between the lens element andthe image element, the image element comprising a printed image withgraphical data for producing the graphical image positioned adjacent theplurality of lenses near the rear portion of the container wall
 23. Thecontainer of claim 22, wherein the lens element of the wrap around labelhas a thickness of less than about 10 mils and the plurality of lensesare provided at less than about 70 LPI.
 24. A method of fabricating awrap around label for a container, comprising: providing a unitary labelbody comprising a lens element and an image element adjacent to the lenselement; printing an interlaced image on the image element; and forminga lens array comprising a plurality of lenticules on the lens element ona side of the label body, wherein the lenticules are registered to theinterlaced image when the label is applied to the container.
 25. Themethod of claim 24, wherein the lens element has a thickness and thelenticules have a focal length greater than the thickness of the lenselement.
 26. The method of claim 25, wherein the interlaced image isprinted on an opposite side of the label body than the lenticules andwherein the focal length of the applied label comprises the thickness ofthe lens element, the thickness of the label element, and a length of agap formed between the lens element and the label element.
 27. Themethod of claim 25, wherein a focal point it provided in the appliedlabel on or near the interlaced image and the focal point is achievedwith combined refractive indexes of a clear plastic used for the lenselement and air in a gap between the lens element and the image element.28. The method of claim 24, wherein the providing comprises embossingthe lens array or extruding the lens array during the providing of thelabel body, the embossing or extruding.
 29. The method of claim 24,further comprising after the forming of the lens array, forming a pairof raised shoulders on a first side of the body in the lens element andforming a pair of raised shoulder on a second side of the body in theimage element, wherein the raised shoulders extend along the length ofthe body and being positioned such that when the body is positioned ontop of itself the shoulder in the lens element contact the shoulders inthe image element to create a gap.
 30. The method of claim 24, furthercomprising providing a pair of elongate, spaced-apart strips on the bodyon the lens element on a side opposite the lens array, whereby a gap isformed between the lens element and the image element when the label iswrapped onto a container.
 31. The method of claim 24, further comprisingproviding a pair of elongate, spaced apart strips on the body on theimage element proximate the interlaced interlaced image, whereby a gapis formed between the lens element and the image element when the labelis wrapped onto a container.
 32. A packaged container adapted forproducing a graphical image, comprising: a container having a side walldefining an interior space, the container further comprising a surfacerecessed from the side wall such that the recessed surface is proximateto the interior space; and a clear plastic, wrap around label with animage element with an interlaced image printed on a first side of thelabel, the label being applied with the lens element positioned in therecessed surface with the interlaced image proximate to the interiorspace, wherein the label further comprises a lens element adjacent tothe lens element on the label such and positioned on the side wall toextend across the recessed surface and leave a gap between the lenselement and the image element, the lens element comprising a lenticularlens array comprising a plurality of lenses having a focal point on orabout the interlaced image, whereby the refractive indexes of the lenselement and image element and air in the gap are combined to achieve thefocal point.
 33. The container of claim 32, wherein the side wallcomprises registration shoulders defining the recessed surface andregistration between the lenses and the interlaced image by positioningthe image element in the recessed surface to abut the registrationshoulders and the gap between the lens element and image element of thelabel.
 34. The container of claim 32, wherein the side wall has anon-cylindrical cross section at the recessed surface.
 35. The containerof claim 32, wherein the lens array comprises an area free of the lensesand wherein the image element comprises an area on which a set ofproduct data is printed the area free of the lenses and the product dataof the image element are positioned adjacent each other in the packagedcontainer.
 36. The container of claim 32, wherein the image elementfurther comprises an additional printed image provided in the imageelement distal to the interlaced image and wherein the additionalprinted image is viewable through the lens element only when contents ofthe container have been removed.